Many people said before the event that Apple has been left behind in the AI race, and I agree. But isn’t that how Apple has always done things? Remember Widgets? Android has had them for ages, but Apple chose to go slow and follow, but in my personal experience with the apps I use regularly, Widgets on iOS work much better.
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AI has been around for many years, with the most notable period being 2022-2023 to early 2024 when Samsung launched Galaxy AI. Apple has had plenty of time to observe the AI market, and now they are redefining it with a new approach: the advantage of Apple being slow is that they have MORE TIME. On the other hand, of course, I do not deny that they have been out of the race for too long compared to other competitors like Samsung, Google or even Nvidia, but they are back and as formidable as they always are.
Apple’s AI is Apple Intelligence instead of Artificial Intelligence
In terms of meaning, they redefine AI both literally and figuratively. Before now, everyone could know AI by the name of Artificial Intelligence, but Apple has changed AI to a new phrase: Apple Intelligence.
The fact that they changed the name also shows something deeper. When I heard the phrase Apple Intelligence from Craig Federighi’s mouth, I thought of a statement: “Apple Intelligence and the rest of the AI world.” Apple has always been like that, they always have a way of making themselves more special through the way they convey, name a feature, you can remember how they broke down Dynamic Island.
Making yourself stand out from the rest of Apple doesn’t just mean hyping up the feature, it also shows that Apple wants to stand alone and dominate the media coverage. So now Apple’s AI is Apple Intelligence, not Artificial Intelligence like the rest of the world.
The key is the AI experience, not AI
I once wrote an article about this, and from then until now, this assessment is still correct. Apple doesn’t focus on the far-fetched things AI can do, they focus on how the end user experiences AI. The reason I say Apple redefines AI is not just because of the feature itself, but also because of the way they communicate or the way they bring those AI features to consumers, it’s too simple, easy to understand, and all of that is what the end user needs, User Experience.
In the past, when you used AI, what did you need to do? Specifically for iPhone users, you could install apps or access the web to use AI, but now it’s on your phone. It’s integrated into the apps, the things that Apple has refined to the most detail ever.
You don’t have to be as proactive as before, the operation of using Apple Intelligence is designed to be as simple and easy to use as possible. In short, the way Apple integrates AI into Siri also shows that they will change the way users interact with AI from now on.
Solve the “AI hallucination” problem?
To be honest, “AI hallucination” is a common problem for all AI models today. If asked whether Apple has solved this problem on their devices, it is still quite vague because it has not been used. But they have thought about it, because they have assigned responsibility to ChatGPT with a request like “Do you want me to use ChatGPT for this?” In case you agree to use ChatGPT for what you need and if it generates wrong content (but the answer seems very “right”) then the responsibility lies with ChatGPT, a very high-quality move.
Source: Apple
